How do you say NEW in a new way? To announce the new arrivals for the SS15 collection, we worked with a local illustrator in Amsterdam to create an artwork that would be a playful and distinctive graphic to work with. The drawing for NEW was used both on its own as well as picked apart to its individual elements to tell our new arrivals story in a creative way. My role was concepting the graphic itself, as well as the various executions for in-store and online.